Case Study

Heddels Shop

Industry: E-commerce experience built around menswear

UX strategy, CRO principles, editorial-style visual design, and responsive e-commerce patterns

Challenge

The existing shopping experience had an opportunity to better connect the brand's strong editorial identity with the needs of an e-commerce customer. Users need to quickly understand what products are available, why a particular product is worth considering, how it compares with alternatives,

and what makes the retailer trustworthy. The challenge was to improve conversion without making the website feel like a generic e-commerce store. The goal was to create a shopping experience that feels premium, informative, and effortless.

Before21-June to 20-July 2026

After21-July to 20-Aug 2026

Results

The redesigned Shop Heddels experience creates a stronger connection between brand storytelling and e-commerce conversion.

The new UX makes it easier for users to discover products, understand their value, evaluate options, build trust, and move toward purchase.

Rather than sacrificing the editorial character of the brand for conversion, the redesign uses that editorial strength as part of the CRO strategy. The result is a premium,
content-rich, conversion-focused e-commerce experience designed to support both brand engagement and commercial performance.

Result

Organic Traffic Growth

0%

Average Conversion Rate

0%

Cart Abandonment Reduced

0%

Lift in Multi-Location Lead Distribution

0%

Solution

To address the UX and conversion challenges, I redesigned the Shopify experience around a clearer customer journey, stronger visual hierarchy, improved product discovery, and conversion-focused interactions.

The solution was built around one core principle: make it easier for users to understand, trust, and purchase the product. I restructured the homepage to immediately communicate the brand's value proposition and guide users toward key shopping actions.

Improved Product Discovery: Product discovery was redesigned to help customers find relevant products faster. Category navigation and collection pages were organized around clear shopping intent, allowing users to browse based on product type, style, brand, or other relevant attributes.
Stronger Product Storytelling: Because Heddels has a strong editorial identity, product storytelling became an important part of the solution. Instead of relying only on standard product descriptions, the design creates opportunities to communicate the craft.
Product Page CRO: The product page became one of the primary conversion-focused areas of the redesign. The layout was reorganized so that the most important purchase information is immediately accessible.
Simplified Cart Experience: The cart was redesigned to remove unnecessary distractions and make the checkout journey more straightforward.